The Welsh government has instructed local councils to stop using the Flying Start name when referring to childcare for two-year-olds, replacing it with "Welsh government-funded childcare" instead. The rebranding applies only to the childcare expansion for this age group; Flying Start's other services, including health visiting provision, will retain the original name under the new guidance issued to local authorities in August.
Flying Start began in 2007 as an early-years programme targeting disadvantaged areas of Wales to support language, social and physical development. The scheme became a flagship policy under the previous Labour-run administration, and Labour has indicated that cutting it would be a red line in budget negotiations. The Welsh government said the rebranding was necessary to support "clear, consistent" communication as it expands childcare provision across Wales.
The guidance follows political controversy after a Welsh government minister declined to rule out cutting or changing Flying Start. The Welsh government currently needs support from at least one opposition party to pass its budget through next March and is in talks with multiple parties on this issue.
Why is the name being changed?
The Welsh government is developing a new brand for all government-funded childcare to provide a "recognisable" experience across Wales. According to the guidance, research suggests parents are more likely to search for and understand information using the term "funded childcare" or "government-funded childcare" rather than programme-specific names like Flying Start. The rebranding is intended to help parents navigate the phased rollout of expanded childcare provision.
Childcare for two-year-olds has already been provided under the Flying Start umbrella, and the Welsh government is now using this structure to expand childcare to all two-year-olds for 12.5 hours a week. According to the Welsh government, all 22 local authorities in Wales were on track to offer this provision by the end of the financial year. An extra £55 million was announced to fund 3,300 additional places for two-year-olds under the rollout.
The guidance explicitly states:
"To help prepare for this transition and ensure parents and carers across Wales receive clear and consistent information, we need you to start using the term 'Welsh government-funded childcare' instead of 'Flying Start childcare' when specifically referring to the expansion of 12.5 hours of Welsh government-funded childcare to all two-year-olds."
The guidance adds:
"This guidance does not represent a change to the Flying Start core programme. While the expansion of funded childcare to two-year-olds is being delivered through Flying Start, our research suggests that parents are more likely to understand and search for information using the term 'funded childcare' or 'government-funded childcare' than programme-specific terminology."
Flying Start can continue to be used when referring to the wider Flying Start programme and its non-childcare services.
What is the broader childcare expansion plan?
The Welsh government's ambition extends beyond the immediate two-year-old rollout. By the end of this Senedd term in 2030, the government hopes to provide universal childcare from nine months to four years for 20 hours a week. This would be in addition to existing provision for parents in work or education, who currently receive 30 hours a week of childcare for three to four-year-olds.
The childcare available through the expanded provision is 12.5 hours a week for 39 weeks of the year. Rhondda Cynon Taf began offering funded childcare for all two-year-olds from 14 September 2026, with letters sent to eligible families. Earlier in 2026, Swansea had already extended childcare to all two-year-olds with backing from an additional £25 million.
What are the political implications?
Welsh Labour has sought clarity and reassurance that the non-childcare elements of Flying Start will continue unchanged. The party has also raised questions about how Plaid Cymru's alternative childcare offer would be funded, signalling concerns about the government's approach during budget negotiations.
The Welsh government responded:
"Our new flagship childcare offer is the most generous anywhere in the UK, and will build on and go further than the current model delivered through Flying Start. Guidance was issued to local authorities in August to support the delivery of clear, consistent communications about the phased rollout of childcare to all two-year-olds across Wales. Our expanded offer means that childcare will be more accessible and affordable for all families. We know what a difference it will make to families, to gender equality, to children's outcomes and to the Welsh economy."
The government confirmed that the guidance to councils recommends the use of the term "Welsh government-funded childcare" and does not represent a change to the Flying Start core programme.
What happens next?
The immediate priority for the Welsh government is to ensure all two-year-olds in Wales are offered 12.5 hours of funded childcare by 31 March 2027. The first phase of the expansion is due to be completed by the end of the current financial year, with all 22 local authorities working toward this deadline. Beyond this, the government will continue developing its universal childcare system, aiming to reach the 20-hour-per-week provision for children aged nine months to four years by 2030.
Key Facts
- Flying Start, established in 2007, will retain its name for health visiting and other non-childcare services
- All 22 Welsh local authorities are on track to offer 12.5 hours weekly childcare for all two-year-olds by 31 March 2027
- An additional £55 million has been allocated to fund 3,300 more childcare places for two-year-olds
- The Welsh government aims to provide universal childcare for 20 hours per week for children aged nine months to four years by 2030
- The rebranding follows research suggesting parents search for "funded childcare" rather than programme-specific names
